The M+ building in the West Kowloon Cultural District is one of the largest museums of modern and contemporary visual culture in the world. The website initially had two subdomains driving a significant amount of organic search traffic that was to be integrated into the main root domain, and the key goal was to ensure all existing organic search was retained after making this change.

SEO Migration Project

Key Deliverables

  • Analysed Organic traffic for the old collection and magazine subdomains and set performance benchmarks.
  • Analysed the organic search performance of all key content areas of the website to understand which areas of the website required priority focus as part of the SEO migration
  • Review the new proposed website structure and identify any SEO elements that required implementation or further improvement
  • Provided a comprehensive URL redirect map for URL redirects to be correctly implemented from all old URLs (to be removed) to then point to new content equivalent URLs
  • Performed in-depth technical audit of the existing website and highlighted where equivalent SEO elements could be optimised on the new website version 
  • Conducted a full new website post launch technical SEO audit of the new website once launched to ensure all recommendations were implemented correctly 
  • Defined new target keyword strategies for key organic search traffic driving sections of the website
  • Provided new metadata and content recommendations for all existing pages
  • Provided different approaches to consider as part of a new SEO link strategy
  • Delivered SEO Training workshops and produced training materials for future staff to refer to in order to gain key required SEO knowledge

Key Results

  • Most KPIs benchmarks pre-new website launch,  were surpassed by a significant margin
  • We saw an increase in average position for non-brand queries during the post migration period.
  • No prolonged negative impact on organic search traffic for the main home pages or the collections and stories pages that were migrated from different subdomains into subfolders on the new website.

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